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- Fragrance Focus | Why Louis Vuitton’s perfumes are more than just scent
Fragrance Focus | Why Louis Vuitton’s perfumes are more than just scent
Plus, Carolina Herrera’s La Bomba leads a new wave of bold perfumery
Sophie Bruxner-Randall
June 25, 2025 • Estimated Reading Time: 7 minutes
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Lions Unleashed 🦁
What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha
At Cannes Lions this year, one word kept surfacing: brand.
In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.
As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”
He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.
To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.
Sector Spotlight 🎥
BEAUTY MARKET TRENDS
Source: Grazia Daily
Louis Vuitton's fragrances blend iconic brand appeal with premium olfactory experiences, offering a range of scents from oud to gourmand that cater to diverse preferences. This collection's strategic value lies in its ability to merge luxury branding with accessible scent options, appealing to consumers seeking a taste of high fashion through fragrance. Marketers can capitalize on Louis Vuitton's branding by highlighting the juxtaposition of luxury and accessibility, leveraging the brand's historical significance and innovative scent profiles to engage consumers.
LUXURY EXPANSION
Maison Francis Kurkdjian's new boutique in Houston's River Oaks District signifies a strategic expansion in the U.S. market, aligning with the company's long-term investment in enhancing in-store sensory experiences amidst the digital shopping shift. This move is crucial for marketing professionals as it demonstrates the value of integrating traditional retail spaces to offer unique customer experiences, furthering brand differentiation. Since its acquisition by LVMH, the brand continues to blend French craftsmanship with strategic market growth, illustrated by its consistent prominence in luxury perfumery.
PERFUME LAUNCH
Carolina Herrera introduces La Bomba, a fragrance positioned as a modern powerhouse with its bold mix of rich florals, amber, and gourmand notes, capturing attention on social media and potentially defining a new generation of fragrance enthusiasts. This release reflects the resurgence of maximalism in beauty, aligning with current trends and offering a strategic insight into consumer desires for scents that announce themselves. Marketing professionals can draw from the social media engagement and brand loyalty already evident for strategic campaigns leveraging the fragrance's dramatic appeal and opulent packaging.
🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha
While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.
The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.
Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.
You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.
📥 Download the full report below
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👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.
Optimization Hub ⚙️
ECOMMERCE TRENDS
In 2025, eCommerce marketing is driven by five crucial trends:
personalization and enhanced customer experiences using data and AI
the rise of mobile commerce and shoppable content
the impact of social commerce coupled with influencer marketing
the importance of data analytics and marketing automation
the evolving roles of SEO and content marketing.
These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.
GEOGRAPHIC INSIGHTS
Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.
This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.
ClickZ is a ClickZ Media publication in the DTC eCommerce division